Lynx (Unilever's UK male fragrance brand known as "Axe" internationally) launched Lynx Stream, a mobile social app that aims to help a young audience of both genders document their nights out by aggregating their social media updates, with this campaign. View Summary

Lynx (Unilever's UK male fragrance brand known as "Axe" internationally) launched Lynx Stream, a mobile social app that aims to help a young audience of both genders document their nights out by aggregating their social media updates, with this campaign. This creative approach marked an evolution for Lynx from highlighting the "guys vs girls" dynamic to a more relaxed, group-oriented "guys and girls" dynamic. In the lead up to release, the app was carefully seeded with key influencers. Following the release, the app was promoted across Lynx's owned networks, while targeted media purchases ensured downloads among early adopters. The app has also received 30,838 downloads in the UK since launch.

2

Nestlé Vietnam: Café Viet - Are you man enough?

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Best Practice

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2011

Nestlé tackled widespread consumer scepticism with this campaign in Vietnam, where people preferred strong coffee brewed the traditional Vietnamese way as opposed to instant coffee. View Summary

Nestlé tackled widespread consumer scepticism with this campaign in Vietnam, where people preferred strong coffee brewed the traditional Vietnamese way as opposed to instant coffee. Nestlé invented Café Da, the traditional coffee, in a sachet and called it Nescafe Café Viet. To achieve cut through, Nestlé needed to expand the coffee market in Vietnam by shaking up the common belief that coffee was either strong or instant: Café Viet, the campaign suggested, was both strong and instant. The integrated campaign targeted a male audience by asking them if they were "man enough" to drink Café Viet. Since the campaign, NESCAFE has reached the leading position in the Vietnamese instant coffee market and has maintained this position for three years.

3

Promote Iceland: Inspired by Iceland

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2011

Following the 2008 financial crisis and the 2010 ash cloud that grounded flights across Europe, the Icelandic government wanted to reverse the negative buzz surrounding the nation. View Summary

Following the 2008 financial crisis and the 2010 ash cloud that grounded flights across Europe, the Icelandic government wanted to reverse the negative buzz surrounding the nation. The damaging media coverage surrounding these events had caused visitor numbers to drop dramatically. It therefore also wanted to increase visitor figures by 10% above forecast, particularly from 15 specific markets, including the UK, US, Sweden, Germany, Denmark and France. Led by the insight that 80% of those visiting Iceland would recommend it, the 'Inspired by Iceland' campaign encouraged visitors to share their stories with the world online. It also launched 'Iceland Hour' where it 'stopped' the country for an hour to encourage Icelanders to participate. It led visitor numbers to increase 27% in six months.

4

Pepto-Bismol: The little pink bottle that everybody thought they knew

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Bronze, 2011

Pepto-Bismol generated sales growth through this campaign by encouraging American customers to use the product more often. View Summary

Pepto-Bismol generated sales growth through this campaign by encouraging American customers to use the product more often. (Research had revealed the brand's "medicine cabinet penetration" was very high, but usage was very low.) This involved repositioning the brand from being a last resort when feeling very sick, to something to use earlier as a preventative measure: such as after a night out, festival or celebration. This association was strengthened by Pepto-Bismo's sponsorship of a July 4th hot dog eating contest, followed by Thanksgiving and Christmas-themed initiatives. The integrated campaign incorporated traditional and new media. Earned media was more important than before. Pepto-Bismol's value share grew post-campaign, even though media spend had been reduced 25%.

5

Qwest: Solving problems by creating some

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Best Practice

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2011

This campaign positioned Qwest as a more effective business solutions provider than its larger U.S. rivals. View Summary

This campaign positioned Qwest as a more effective business solutions provider than its larger U.S. rivals. The target audience was (mainly-male) technology decision makers (TDMs) working in IT departments. Above all, this group was found to have a passion for problem solving. The campaign was based around the "Ultimate Problem Solver", an intense and immersive online IT problem-solving experience consisting of an online game and a social media element. Moreover, as players make their way through the experience, they are randomly rewarded with tools that IT professionals would find useful. The game gained over 20,000 registered users in five weeks. Each spent an average of 22 minutes on the site.

6

Melbourne Writers Festival: Democratizing literature

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Bronze, 2011

The Melbourne Writers Festival wanted to encourage more people to attend its event. But qualitative research revealed that the literary festival was seen as elitist, inwardly-focused and irrelevant to Melbourne's inner city and suburban dwellers. View Summary

The Melbourne Writers Festival wanted to encourage more people to attend its event. But qualitative research revealed that the literary festival was seen as elitist, inwardly-focused and irrelevant to Melbourne's inner city and suburban dwellers. To turn this around, the festival sought to democratise literature, by adapting the positioning of the event to appeal to the reading public. It did this by getting the public involved and by humanising the writers themselves. Experiential innovations at the event included an opportunity for members of the public to get 'behind the scenes' to meet their favourite writer, discussion forums after each session and Twitter-based conversations. Integrated communications promoting the festival adopted a theme of "Stories from Every Angle", and gave a humorous peek into the pain and struggle that writers go through when penning a story. As a result of the campaign, ticket sales increased 40%.

7

The Pepsi Refresh Project

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2011

Pepsi decided to launch a an innovative social media initiative, focused on millennials and female boomers. View Summary

Pepsi decided to launch a an innovative social media initiative, focused on millennials and female boomers. The Pepsi Refresh Project leveraged a shared desire among these audiences to do good in their local communities. Media partnerships helped spread the word: deals were made with MTVN, NBCU, ABC Unlimited, Univision and Parade Magazine in addition to digital media and content partners like AOL, Hulu, Facebook and YouTube. The campaign surpassed media impressions goal by nearly 12-fold, and generated over 3bn audience impressions in eight months.

8

Gatorade: G-Series Product Launch

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Gold, 2011

After decades of strong growth, Gatorade, the sports drink, was facing a steep decline in sales in the U.S. View Summary

After decades of strong growth, Gatorade, the sports drink, was facing a steep decline in sales in the U.S. market. The company used ethnographic research to understand its target market better - competitive athletes - which led to a repositioning of Gatorade beyond simple hydration to become a complete sports nutrition brand. This was achieved by the launch of the Gatorade G Series, offering three products designed for consumption before ('Prime'), during ('Perform') and after ('Recover') exercise. As a result, the 15.5% decline in sales turned into an overall increase of 10% within two years.

9

Qwest: Starting a conversation without uttering a word

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Bronze, 2011

Qwest targeted U.S. small business owners with this campaign, positioning the brand as a smaller, but more responsive, alternative to Verizon and AT&T. View Summary

Qwest targeted U.S. small business owners with this campaign, positioning the brand as a smaller, but more responsive, alternative to Verizon and AT&T. The campaign's strategic insight was that the target audience felt ignored and abandoned by these large firms. It aimed to stimulate word of mouth and make Qwest a trusted member of communities. It consisted of a custom community of business owners; corporate partners for the initiative were Bloomberg Businessweek magazine and social network LinkedIn. The Qwest-branded SMB IT Connection community went live in February 2010. A wide variety of industry experts and analysts initiated discussions on the community, while paid media ads spread the word. The community met its six-month membership target in three months, and 65% of members were senior managers, chief executive officers, owners and presidents.

10

American Legacy Foundation (Truth): Do you have what it takes to be a tobacco exec?

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2011

Since 2000, the truth campaign ('an antidote to the marketing activities of Big Tobacco') has been educating U.S. View Summary

Since 2000, the truth campaign ('an antidote to the marketing activities of Big Tobacco') has been educating U.S. teenagers about the dangers of smoking and, in its opinion, the unscrupulous activities of tobacco companies. But by 2009 it was finding it increasingly difficult to engage its audience. The economic crisis and ensuing corporate scandals meant that tobacco companies no longer stood out. Equally, teens had access to a multiplicity of competing information sources on the internet. A segmentation study followed by qualitative research revealed some key insights: teenage rebellion is now about standing up for what you believe, not fighting; they respect authority figures to which they have access; they still think smoking is not a big deal; and all big companies are the same. As a result of these insights, a campaign was devised that asked teens a simple question: "Do you have what it takes to be a tobacco exec?" The objectives were to increase engagement with teens, drive the sharing of the truth message through digital content and fuel teens' negative perceptions of Big Tobacco. It did this by producing 13 TV commercials that used hidden cameras to capture people's real reactions during an interview with our a spoof tobacco company 'recruiter', who asked unsuspecting candidates if they were ok with selling a product that caused cancer and killed thousands of people per day. These ads were supported by a video-based website featuring polls and games. Visits to truth's online properties increased 19.5% over the previous year; content was shared 31,000 times; and 86% of the target audience felt negative towards tobacco companies.

11

Tostitos: Reunite America

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2011

This small-budget, social media-driven campaign for snack brand Tostitos helped to justify the brand's price premium over its rivals in the U.S. View Summary

This small-budget, social media-driven campaign for snack brand Tostitos helped to justify the brand's price premium over its rivals in the U.S. market. The campaign, Reunite America, focused on the family and friend "connections" between people that Tostitos helped forge. It was based around a Facebook initiative in which people were invited to say whom they missed and why they should be reunited with them. Reunite America was launched with a Super Bowl TV spot and online viral videos, boosting submissions. Tostitos' Facebook fan base grew by 62% during the campaign, while the brand's positive-sentiment ratings increased by 21%. Almost 1,000 essays were submitted.

12

Puma: For the joy of sport

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Grand Prix, 2011

Puma developed its first truly global brand strategy with this campaign, differentiating itself from competitors by concentrating on the sportswear firm's long heritage and building a sense of joy. View Summary

Puma developed its first truly global brand strategy with this campaign, differentiating itself from competitors by concentrating on the sportswear firm's long heritage and building a sense of joy. The target audience was the (relatively untapped) "after hours athlete", which sees life as a sport and counts activities such as playing video games and bar games as "sport-like". The campaign, which included the design of new products as well as ads and social tools, therefore established Puma in a new category: "Sportslifestyle". Puma experienced a 10.4% growth in sales from 2009 to 2010.

13

Urban Ministries of Durham: Spent

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Silver 2011

A small homeless charity, Urban Ministries of Durham (UMD), was able to change the national conversation in America with an earned media-only campaign that was based on a FarmVille-style online game. View Summary

A small homeless charity, Urban Ministries of Durham (UMD), was able to change the national conversation in America with an earned media-only campaign that was based on a FarmVille-style online game. The campaign upended the way people think about homelessness: narrowing the gap between "us" and "them". The strategic insight was that, while asking people to relate to the chronically homeless was too big a leap, UMD could convince them to relate to the individual decisions that lead to homelessness. Just 45 days after playspent.org launched, the site had 550,000 visitors who played the game 900,000 times.

14

Sealy Posturepedic: Supporting all the living that happens in bed

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Bronze, 2011

This campaign for Sealy's Posturepedic innerspring mattress achieved growth in the U.S. market by appealing to a younger target audience (research had revealed that almost 30% of purchases were driven by younger, 25-34 years old, first-time mattress buyers). View Summary

This campaign for Sealy's Posturepedic innerspring mattress achieved growth in the U.S. market by appealing to a younger target audience (research had revealed that almost 30% of purchases were driven by younger, 25-34 years old, first-time mattress buyers). To achieve this, Sealy used a strategy based on encouraging emotional connections, rather than functional connections, with consumers. They took a fresh and modern approach by highlighting the many things people do in bed, rather than sleep. The creative rolled out across multiple channels, including a mobile app, and presented the bed as a "horizontal living space". After two months, one Midwest market saw a year-on-year index sales increase of 230 and another large retail partner saw a similar increase of 198.

15

The National HIV Council: F**K TREE

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Gold, 2011

This campaign aimed to raise awareness of STDs among promiscuous young people in Sweden. The creative, based around a web app was personal, graphic and designed to shock. View Summary

This campaign aimed to raise awareness of STDs among promiscuous young people in Sweden. The creative, based around a web app was personal, graphic and designed to shock. It succeeded in creating a media frenzy and "moral panic". As a result of this massive PR push, the campaign was a word of mouth success, generating a 86% increase in discussion in the target group and improving the attitude towards condom usage of young Swedes by 27%.

16

ASPCA: Help Joey

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2011

Every year across the USA between 3-4 million dogs and cats are euthanized due to overpopulation. The animal charity, ASPCA, were aware that telling people to get their pets spayed or neutered wasn't having any effect. View Summary

Every year across the USA between 3-4 million dogs and cats are euthanized due to overpopulation. The animal charity, ASPCA, were aware that telling people to get their pets spayed or neutered wasn't having any effect. The creative idea was to get across the outlandish message that if the pets weren't to be spayed, the ASPCA - or a fictional spokesman, Joey - would have to try and prevent them from having sex. This was carried out as an abstinence crusade through social media, recruiting people in a tongue-in-cheek manner.

17

Microsoft Xbox: Bright Falls - The Prequel to Alan Wake

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Bronze, 2011

Alan Wake, a video game for the Xbox console, represented an original new offering for U.S. gamers: it was heavily story-based, and was structured more like a TV show than is the norm in the industry. View Summary

Alan Wake, a video game for the Xbox console, represented an original new offering for U.S. gamers: it was heavily story-based, and was structured more like a TV show than is the norm in the industry. The campaign promoting the game's launch highlighted this quality by focusing on online video content rather than advertising. The result was Bright Falls, a six-part video series that ended when Alan Wake began: gamers who purchased the title got to find out what happened next. The campagin achieved reach by launching Bright Falls exclusively on NYTimes.com. In total the series garnered 2 million video views in 8 weeks.

18

Vim: Power of 1

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2011

This campaign, for toilet cleaner Vim in Vietnam, aimed to educate the target audience about sanitation habits in order to encourage them to pay for the brand. View Summary

This campaign, for toilet cleaner Vim in Vietnam, aimed to educate the target audience about sanitation habits in order to encourage them to pay for the brand. (In Vietnam, the vast majority of people do not use toilet cleaners like Vim.) The creative was structured around the idea of "germ kill": that a toilet might not be clean even if it looks clean. The campaign depicted the problem of hygiene in public schools rather than private homes, and pledged that Vim would help build 100 public school toilets in four weeks via an interactive billboard in Ho Chi Minh city, which asked for members of the public to send donations via SMS. This generated considerable PR support. Vim raised enough money to build the 100 toilets in the first week of the campaign.

19

Kraft Mac & Cheese: Tweet your love

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Bronze, 2011

Kraft, faced with slowing sales of its Macaroni and Cheese ('Mac and Cheese') brand in the U.S., looked to increase consumption by making this iconic American favourite relevant to adults again. View Summary

Kraft, faced with slowing sales of its Macaroni and Cheese ('Mac and Cheese') brand in the U.S., looked to increase consumption by making this iconic American favourite relevant to adults again. Research found that parents, who themselves ate the brand as kids and now gave it to their own children, still loved the occasional mouthful, but felt guilty about eating a food they felt was clearly intended for children. Adults' complex relationship with the brand was parodied in a series of TV spots ('You Know You Love It'), followed by a Twitter-based game ('Mac & Jinx') that picked up on adults tweeting about their love of Mac and Cheese. Finally, new TV spots were created featuring real-time Mac and Cheese tweets (dubbed 'M&C TV'). As a result of the campaign, Mac and Cheese became a globally trending topic on Twitter and at one point garnered more than 300 mentions per minute.

20

Dalí Museum: Helping people see the world through the eyes of Dalí

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Gold, 2011

The idea behind the opening of the Dalí Museum's new building in St. Petersburg, Florida was to help people see the world in the way Dalí saw it. View Summary

The idea behind the opening of the Dalí Museum's new building in St. Petersburg, Florida was to help people see the world in the way Dalí saw it. This was done by partnering with popular photo-editing app, Hipstamatic, to create the Dalí Museum Goodpak. This went on sale to Hipstomatic users for a limited time and the revenue went to the museum. Images generated through the app were included in a competition, the winners of which would have their images exhibited in the museum. It was an idea seen by over 5 million people, and it created a new revenue stream of over $50,000.

21

The smack talk launch of Call of Duty: Modern Warfare 2

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Bronze, 2011

Walmart was launching the video game, Call of Duty: Modern Warfare 2 in its U.S. stores, which was a new territory and new audience. View Summary

Walmart was launching the video game, Call of Duty: Modern Warfare 2 in its U.S. stores, which was a new territory and new audience. Recognising the competitive nature of gamers, Walmart built on their desire to get and play games the minute they're available. The Smack Talk campaign worked by showing that gamers would have the upper hand by getting Modern Warfare faster at Walmart and show that the company knew their language. Walmart doubled its share goals for the game and improved consideration in the category.

Microsoft's internet search engine, Bing, launched in 2009 into a market dominated by Google and its share remained stagnant despite a multi-million dollar advertising campaign. To increase usage and share, Microsoft decided to position Bing as a modern choice and target a younger audience, traditionally suspicious of advertising and product claims. A non-traditional approach saw Bing partner with the music star Jay-Z to coincide with the launch of his forthcoming autobiography, Decoded. A digital gaming experience was built directly on Bing Search and Bing Maps, allowing fans to discover each and every page of the book. During the month of the launch, Bing.com witnessed a 10% increase in traffic and its overall market share of internet search went up to 11.5%.

23

Pizza Hut: Feed a Friend - Leveraging the natural fit between loyalty and social media

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Silver 2011

Pizza Hut improved customer loyalty levels in Australia through this social media-based promotion. The campaign was based on the strategic insight that, while friendship is based on loyalty, few loyalty schemes are housed within social networks. View Summary

Pizza Hut improved customer loyalty levels in Australia through this social media-based promotion. The campaign was based on the strategic insight that, while friendship is based on loyalty, few loyalty schemes are housed within social networks. The campaign strategy was to reward our customers through Facebook with a gift for them plus one they could give away: even a modest loyalty reward has a whole lot more perceived value if you can give it to a friend. The creative solution was a Facebook App, Feed a Friend. It yielded $2.5m in sales, profitable redemption, greater loyalty and 1.5 million impressions of free exposure off a development cost of just $55,000. The promotion attracted around 60,000 new Facebook fans and raised loyalty by 27%.

24

The Cosmopolitan of Las Vegas: Just the right amount of wrong

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Gold, 2011

This campaign revived the fortunes of a Las Vegas casino, The Cosmopolitan, against a tough economic backdrop. View Summary

This campaign revived the fortunes of a Las Vegas casino, The Cosmopolitan, against a tough economic backdrop. It aimed to appeal to a new, worldly, younger demographic - dubbed "the Curious Class" - who wanted "luxury mystique" without a "pretentious crowd". This positioned the casino between two Vegas stereotypes: the "old and gaudy" established brands, and rivals offering a debauched "Jersey Shore-style" weekend. The sophisticated creative was rolled out over both traditional and digital media and claimed that Vegas offered "just the right amount of wrong".

25

Denny's: A whole new way to launch LTOs

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2011

By 2010, U.S. restaurant chain Denny's had experienced five years of declining sales, with average check values shrinking and price promotions doing little to halt the trend. View Summary

By 2010, U.S. restaurant chain Denny's had experienced five years of declining sales, with average check values shrinking and price promotions doing little to halt the trend. Its new solution was to introduce a limited-time-only bacon-based menu. Planning focused on consumers' passion for bacon and spearheaded the new menu launch around 'Baconalia', a celebration of bacon. The idea was further leveraged by spotlighting a bacon-based dessert - the Maple Bacon Sundae - as the showcase dish. The launch campaign included TV, radio and online activity, and an invitation to bacon-bloggers to visit Denny's test kitchens. The Maple Bacon Sundae generated PR coverage online and in newspapers, and led to 23,000 sales per week. Overall, Denny's annual sales are forecast to grow for the first time in five years.